<![CDATA[Digital culture has given rise to various new social phenomena that significantly influence the behavior of younger generations, such as flexing, promiscuity, and narcissism. These phenomena pose a serious challenge to Islamic preaching (dakwah), which aims to uphold moral and spiritual values amid the overwhelming current of popular culture. This study aims to analyze how religious messages are designed and framed in response to these three phenomena on social media platforms. This research employs a qualitative approach using Robert Entman's framing analysis model. The data were collected from a selection of popular digital da’wah content on YouTube and TikTok. In addition, narrative and discourse analyses were conducted to examine the message structure, rhetorical approaches, and communication styles of the preachers. The findings reveal two dominant patterns of da’wah framing: a normative-repressive pattern and a reflective-humanist pattern. The reflective-humanist framing proved to be more positively received by digital audiences as it emphasizes empathy, dialogue, and a non-judgmental psycho-spiritual approach. However, there is also a notable tendency toward the commodification of digital da’wah, which can obscure the true essence of Islamic preaching. Communicative and contextual da’wah framing is an urgent necessity in the digital era. Da’wah must be able to transform into a medium of dialogue and spiritual healing rather than merely a pulpit for condemnation. Nevertheless, ethical challenges and framing ambiguities arise when preachers prioritize popularity over substantive religious values.]]>
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